In the world of digital advertising, data has emerged as a key tool for customer acquisition and retention. Now, more than ever, businesses need reliable and accurate data to adapt and optimise their marketing strategies. Digitally aware companies are already crafting advanced advertising strategies that successfully activate their own first-party data to reach their target audience more effectively.

In the digital age, where competition is just a click away, brands face constant pressure to stay one step ahead of the competition. Advertising technology, first-party data and artificial intelligence (AI) are at the heart of this evolution and play a key role in shaping the future of advertising and media buying. Brands that ignore these technological breakthroughs risk finding themselves in a precarious position, unable to compete in a rapidly evolving digital environment.

The Digital Markets Act, commonly known as the DMA, has quickly emerged as a central point of discussion for companies doing business in the European Union. This regulation, which aims to ensure fair competition in digital markets, also has implications for the advertising industry. In this article, I will briefly outline the essence of the DMA and introduce iPROM’s independent advertising solutions as an effective tool for navigating this new and dynamics digital environment.

When we talk about the implementation of display advertising using first-party data for better targeting and personalised advertising on the open web, we inevitably have to address the question of whether it’s possible and practical to automate the entire advertising process for our clients.

We live in an exciting and dynamic digital world where technological innovation, artificial intelligence and programmatic platforms constantly redefine the rules of the game in the advertising industry. Today, brands are taking on the role of value drivers in the digital crowd, ensuring the quality of products and services and attributing value to content. It comes as no surprise then that brand safety has emerged as the cornerstone of successful communication in the digital environment while advertising technology has become the holy grail of digital.

In the article for Cotrugli Business School, Maja Gorjanc, Marketing Partner at iPROM, and Žiga Komac, CRO at iPROM, focused on marketing and advertising and highlighted why it is important for companies to invest in building their own data warehouses today.

The global media landscape and the advertising industry are constantly evolving. With artificial intelligence driving accelerated digitisation and automation, data privacy is becoming an increasingly important topic that marketing departments are actively addressing. With the growing awareness of users’ data rights and the increasing responsibility to safeguard their privacy, companies are restructuring their organisations to meet these demands. iPROM is actively monitoring these developments and proactively adapting to the upcoming changes by providing our clients with the most advanced advertising technology (Ad-Tech) solutions that protect user privacy and safeguard corporate data as a key strategic asset.

Data management has become crucial for the effectiveness of advertising campaigns. At iPROM, we believe that having your own, first-party data collected through digital advertising is crucial. Every euro invested in advertising, where the advertiser is also building their own database, is actually a great investment into a secure future. Companies can use first-party data to run data-driven advertising campaigns and reach their target audiences more effectively, while strengthening and protecting their competitive advantage in the long term.

In an interview with Media Marketing, Matjaž Fajfar, Expansion Manager for Adriatics and DACH at iPROM, outlines iPROM’s mission and strengths, discusses the growing importance of independent advertising technology solutions, and explains why the open web has become a fundamental ecosystem for powerful brands.

Despite uncertain economic conditions, digital advertising continues to grow, much like last year. Investments in digital advertising are firmly rooted in advertising budgets, driven by efficiency, measurability, real-time adaptability, and, most importantly, the ability to effectively reach today’s digitally empowered modern consumers. Therefore, it is imperative for brands to keep track of trends in media consumption, reach customers in a targeted manner and prioritise brand recall and reputation protection.